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But, as Robinson warns, the opportunity to enter Africa doesn’t come without challenges.

“It’s profitable, it’s growing and it was for sale from a distressed vendor,” he says. “That combination rarely appears in regulated Europe, where scaling a B2C brand means paying up for customers against Flutter and Entain on thin margins.

“Africa isn’t saturated, but I wouldn’t call it easy either. Betway and the local incumbents are well dug in. The difference is that you’re competing for a market that’s still forming, at a fraction of the acquisition cost, and the operating margin is there if you get the payments and the product right. The risk is regulatory and currency rather than competitive.”

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“The regulatory failures are unhelpful but perhaps the sheer number and regularity of them has made them less remarkable, such that they become ‘wallpaper’,” Waugh says.

He argues that some lawyers and licensees believe the Commission’s presentation of cases is detached from the operational reality but feel they have little option other than to accept the “regulator’s truth” when settling.

“The Commission’s approach to reporting may well create the inaccurate impression that the industry is inherently non-compliant,” he adds. A more balanced account might place failures alongside the majority of licensees that pass assessments or lead on customer wellbeing, although Waugh considers such a shift unlikely.

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Harrison Barrett, VP of business development, spoke to the iGB team at iGB L!VE 2026 to discuss the evolution of Soft2Bet’s MEGA platform, which started out as a purely gamification layer but has become “much more compelling than simply leaderboards, missions and point-based rewards”.

As Barrett puts it, MEGA is “ultimately a retention tool that helps our partners move away from heavy bonus and costs”.

With ice hockey and UFC-themed initiatives driving engagement in North America and a 45% lifetime value increase seen with the launch of MEGA Shoot, a player-versus-player simulation penalty shootout game initiative which launched during the World Cup, it is an exciting time for the Malta-based platform provider.